GERMANY: VERBUNDGESELLSCHAFT EYEING THE MARKET

Article Abstract:

According to Christian Kern, head of strategic marketing at Verbundgesellschaft , the big Austrian power company is to enter the German market as soon as this becomes possible. Currently European Union regulations prevent this, as the Austrian market is not yet fully deregulated. The Austrian company sees especially urban people of 25-40 years of age with children as the main target group for electricity from Austrian hydro power stations. Verbund is planning to approach German final consumers through e.g. municipal utilities, mail order companies and motorists' clubs, which maintain databases of their clients. Also Yello, the subsidiary of Energie Baden-Wurttemberg (EnBW), which has launched an aggressive marketing campaign throughout Germany and which buys also hydro power from Verbund, cooperates with the mail order house Otto-Versand.

Germany, Verbundgesellschaft

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DENMARK: VATTENFALL TO TARGET MARKET

Article Abstract:

The major Swedish energy company Vattenfall is planning to target the Danish electricity market on a large scale. The aim is to reach a 20% market share. Ole Vestergaard, marketing manager of Vattenfall's Danish subsidiary Strom A/S, says the company will become increasingly aggressive in its marketing efforts, and hopes to become one of the two most well-known electricity suppliers among Danish consumers. Strom targets both businesses and households, and its strategy includes, among other things, offering households a wide range of services such as a combination of electricity supplies, telecom services, security services etc., when they will be able to choose supplier from 2003.

Denmark, Sweden, Hydroelectric Power, Hydroelectric Power Generation, Vattenfall AB

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